Our inboxes are usually filled with messages that need attention, and here is where email marketing is essential, helping entrepreneurs serve their customers and increase brand loyalty.
Examine email marketing profits from 2020 to 2027 around the globe:
To greatly improve your email marketing campaign, you must master the art of segmentation and personalization.
- Segmentation effectively enhances profitability and marketing efforts by categorizing subscribers.
- Personalization is crucial for a business email marketing system to satisfy the needs of customers.
To connect with the audience on a personal level, it is key to provide interactive and catchy emails.
Let’s explore the concept of email marketing — unveil the secrets to writing emails that captivate and compel your subscribers to take action.
Are you ready to take your email marketing to new heights?
Email Marketing: General Information
An effective email marketing strategy can transform your campaigns from “seen” to “unforgettable”.
- The very gist of email marketing is sending personalized emails to the target audience, hitting the right customer with the right message at the right time, elevating conversion rates on the other side.
That can be achieved with email marketing software, a set of tools to help brands create, send, and track all types of emails campaigns. This software has many features to streamline email marketing and evaluate performance.
The reasons for creating email marketing campaigns are diverse and depend on the specific objectives of the organization, as showed below.
List of Goals
As of November 2022, email marketing companies pursued the following key objectives with their campaigns:
Individual entrepreneurs, organizations, and marketers use email marketing tools for reasons like:
- Segmentation and personalization: Segmenting email lists and personalizing content is helpful to assure the delivery of relevant content for higher conversions.
- Brand awareness: Email marketing is a tool for increasing brand visibility. A company needs to send emails with consistent branding regularly.
- Retention: Email marketing tools help keep customers engaged and informed about updates or new releases.
- Lead generation: Businesses can reach new clients and capture leads by offering valuable and appealing email content.
- Boosted sales and revenue: Email marketing software is a helpful tool to drive sales with proper promotion and customer encouragement.
- Increased website traffic: Email campaigns can drive substantial traffic to a company’s webpage by including links to valuable content.
- Event promotion: Brands often use email to advertise conferences, webinars, product launches, and other events.
- Education: Emails are often used to inform recipients about the product or service, industry trends, or best practices.
- Analytics and customer feedback: It is essential to gather data on open rates, conversions, and client feedback to improve campaign effectiveness.
The key goals of email marketing are growing customer loyalty and driving sales. With optimized email campaigns, businesses can achieve positive results and enhance operations.
What Is CPM in Email Marketing?
While CPM (Cost Per Mille) is associated with display advertising, it can be relevant in email marketing. It can be particularly useful if you focus on your brand awareness rather than direct conversions.
In email marketing, CPM – the cost per thousand impressions – means the number of times a recipient views your email. This metric is used to evaluate how efficiently your email marketing campaign is generating visibility.
CPM is often used in email advertising campaigns where the advertiser is charged a certain amount for every 1,000 times their email is delivered.
CPM is useful in email marketing services to:
- Estimate the reach of your email campaign, especially if you aim to boost brand recognition
- Compare the performance of a strategy against social media or display ads
- Run sponsored email placements or native advertising in third-party newsletters and measure the cost based on ad impressions
CPM is a common pricing model in online advertising. But to be honest, CPM isn’t the top metric for all email marketing.
Many businesses care more about engagement, clicks, conversions, and overall email campaign ROI. However, CPM can still provide valuable insights when used in the appropriate context.
Email Marketing Best Practices
Personalization
One of the major factors that can boost email marketing engagement and conversions is personalization. In the contemporary digital landscape, consumers expect individual experiences, and email marketing is no exception.
Personalization involves customizing email content and messaging to cater to the unique preferences of each subscriber. This allows to increase the possibility of customers taking action.
Personalization as an email marketing strategy can lead to:
- More meaningful connections with the audience
- Higher open and click-through rates
- Improved conversions
In a world where effective communication and data-driven decision-making are paramount, personalization is essential for businesses looking to excel in email and SMS marketing.
Email Segmentation
Segmenting subscribers is a vital part of successful marketing by email. It involves dividing an email suppression list into smaller groups based on age, behavior, demographics, or their interests.
Email segmentation is helpful for email marketing services for many reasons, especially:
- Subscribers who receive content that aligns with their interests are more likely to engage with your emails.
- Personalized emails may increase engagement rates since they are more likely to be opened and clicked.
- You can significantly decrease unsubscribe rates by sending relevant content to each segment of users.
- Personalized email content makes clients more likely to purchase, and segmentation leads to higher conversion rates.
- You can deliver customized content and boost loyalty and retention with email segmentation.
There are plenty of segmentation strategies to enhance the email marketing platform. For instance, there are such distinguishing categories:
- Demographic
- Behavioural
- Geographic
- Psychographic
Additionally, try these essential tips to improve your email marketing platform capabilities:
- Building a good email list of interested subscribers.
- Using a strategic segmentation to divide a list into meaningful groups.
- Composing individual emails and attractive content in emails.
- Creating mobile-friendly emails that display correctly on smartphones and smartwatches.
- Examining diverse elements of emails using A/B testing, open rates, click-through rates, and conversion rates.
- Monitoring deliverability rate, following email marketing regulations, and maintaining a clear list.
- Delivering value to recipients through unique offers, discounts, rewards, informative content, or helpful tips.
Compelling Email Content
Your subscribers must receive interesting and relevant content to take certain actions such as clicks, purchases, etc. Among the most important elements of email marketing, the following can be distinguished:
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Subject lines |
Engaging subject lines is important to create the finest first impression. Subject lines must be short and to the point, using questions and action verbs. Clear, concise, and personalized emails, avoiding spammy language, are a must-have for marketers. |
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Email copy |
An email copy refers to any pre-written marketing message and is used to drive sales. A good copy with inspiration, minimalism, and action-orientation can be highly persuasive. Utilize reviews, testimonials, or case studies for credibility. |
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Visual additions |
The involvement of visual means in email marketing will make your letters more attractive. Incorporate interactive elements like clickable images or buttons, images, videos, GIFs, animations, etc. |
Such content can enhance the overall appeal of emails and provide a more engaging experience for recipients. With these elements coming together, your email marketing campaigns will better resonate with the target audience.
Email Marketing Automation
You can save time on email marketing and increase the effectiveness of your campaigns simultaneously. Email marketing automation is a perfect choice for marketers and brands.
Automation allows you to send timely and appropriate messages based on your subscriber actions or triggers.
Email marketing automation is a powerful feature, and here are some common automation scenarios:
- Welcome series for new subscribers
- Drip campaigns
- Anniversary and birthday emails with rewards
- Abandoned shopping cart emails
- Re-engagement emails for inactive users
- Personalized product recommendations
What are the best email marketing examples?
To demonstrate the power of email segmentation and tools, check out three real-world examples of email marketing companies:
- Amazon: Consumers who shop on Amazon receive emails with tailored product suggestions based on browsing history. Amazon email campaigns are known for personalized recommendations that increase the chances of making repeat purchases.
- Airbnb: The company uses location-based segmentation and analyzes people’s travel preferences. Airbnb sends emails with personalized travel recommendations, namely, accommodations and exciting experiences.
- Spotify: The brand aims to tap into customers’ emotional connections with their music and foster engagement. Spotify’s marketers send personalized email campaigns with year-end wrap-ups, highlighting the user’s favorite songs and artists.
To master email segmentation and run effective email marketing campaigns, you’ll need the right instruments. Let’s take a look at the best email marketing platforms in 2025.
Top-Tier Email Marketing Platforms in 2025
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Mailchimp |
A popular email marketing platform with a user-friendly interface offers:
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HubSpot Email Marketing |
A comprehensive email marketing platform with a free plan and paid options with such key functions:
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ConvertKit |
The powerful email marketing solution is tailored for bloggers, creators, and small businesses. Segmentation with ConvertKit is simple and based on:
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AWeber |
AWeber is renowned for its email marketing tools and many email templates. It’s a top pick for small businesses, providing features such as:
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SendinBlue |
A versatile email marketing platform known for its affordability and advanced features. The key characteristics of this email marketing platform are:
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GetResponse |
An all-in-one marketing platform suitable for businesses seeking to combine various marketing efforts. The solution includes:
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Email Marketing: Predictions for the Future
Email marketing continues to evolve, with new technologies and strategies constantly emerging. Here are some trends and innovations shaping the future of email marketing platforms:
- AI-powered personalization helps analyze large amounts of data to predict user behavior and tailor relevant content.
- Interactive emails improve user engagement and include elements like quizzes, puzzles, polls, surveys, or clickable carousels of products.
- The accessibility standards of emails will greatly increase, especially for individuals with disabilities.
- Privacy regulations like CCPA and GDPR have become more stringent, and email marketers must prioritize data protection.
- Designing emails with mobile devices in mind will ensure a seamless user experience and help grow the customer base faster.
Enhancing Your Email Marketing Efforts
Boosting email engagement and increasing conversion rates is impossible without an efficient marketing strategy and proper segmentation. For that, you need to understand the audience and use the right email marketing tools at the very least.
Enhanced email campaigns will drive results, so stay updated with email marketing best practices and emerging trends. Improve your email marketing efforts and stand out in the competitive and dynamic digital landscape.
Frequently Asked Questions
What is email marketing?
This is a strategy of sending targeted emails to a group of clients. Diverse businesses use email software for marketing and promote products and services, and build brand loyalty.
Email marketing campaigns usually include promotional offers, event announcements, newsletters, and personalized content for subscribers.
One of the main email marketing jobs is to use segmentation correctly. Marketers can tailor messages to specific audience segments, increasing relevance and engagement.
Efficient email marketing leads to higher conversion rates and customer retention.
What is CPM in email marketing?
CPM in email marketing refers to the cost per thousand views or impressions. The Cost Per Mille indicates how many times a recipient reads your message.
CPM is relevant to measuring email campaign performance and assessing brand awareness. It helps you evaluate the capability of your email marketing campaign to generate brand exposure.
What is email segmentation?
Email segmentation means dividing the email subscriber list into smaller groups. The procedure is based on diverse factors such as demographics, user behavior, location, or interests.
Email segmentation is important for email marketing success because it delivers customized messages to different categorized groups. It increases the relevance of your emails and leads to higher engagement and conversion rates.
What are the best email marketing services?
For effective segmentation and targeting, several suggestions like Mailchimp, HubSpot Email Marketing, AWeber, ConvertKit, SendinBlue, GetResponse, and many others exist.
These top-notch email marketing services propose various features and tools to run effective campaigns, such as:
- Segmentation capabilities
- Email marketing templates
- Analytics
- Automation
